Executive summary

As the saying goes: "In a competitive crowded world market, it is the well-positioned brand that stands out."

Once upon a time, Lux was known as the "Beauty Soap of the Film-stars" with the most beautiful actresses of India's Hindi film industry vying for the position of the "Lux Girl".

Over the years, the "beauty soap" category, which was once reigned over by Lux, was bombarded with a slew of brands who started communicating beauty in "rational" terms. Amid this clutter, Lux's market share started declining.